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Fastest Growing 100 2019The inaugural report on the world's fastest growing brandsDecember 2019

2 Brand Finance Fastest Growing 100 December 2019 Brand Finance Fastest Growing 100 December 2019 3

Contents.About Brand Finance 2

Get in Touch 2

Request Your Brand Value Report 4

Brand Valuation Methodology 5

Foreword 6

Executive Summary 8

Brand Finance Fastest Growing 100 (USD m) 16

Definitions 18

Consulting Services 20

Brand Evaluation Services 21

Communications Services 22

Brand Finance Network 24

About Brand Finance.

Get in Touch.For business enquiries, please contact:Alex HaighValuation [email protected]

For media enquiries, please contact:Konrad JagodzinskiCommunications Director [email protected]

For all other enquiries, please contact:[email protected]+44 (0)207 389 9400

For more information, please visit our website:www.brandfinance.com

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Global Forum 2019

www.brandfinance.com/events

Understanding the Value of Geographic Branding 2 April 2019

Join us at the Brand Finance Global Forum, an action-packed day-long event at the Royal Automobile Club in London, as we explore how geographic branding can impact brand value, attract customers,andinfluencekeystakeholders.

Brandirectory

www.brandirectory.com

The world's largest brand value database.

Visit to see all Brand Finance rankings, reports, and whitepapers published since 2007.

Brand Finance is the world’s leading independent brand valuation consultancy.

Brand Finance was set up in 1996 with the aim of ‘bridgingthegapbetweenmarketingandfinance’.Formore than 20 years, we have helped companies and organisations of all types to connect their brands to the bottom line.

We pride ourselves on four key strengths: + Independence + Technical Credibility

+ Transparency + Expertise

Weputthousandsoftheworld’sbiggestbrandstothetest every year, evaluating which are the strongest and most valuable.

Brand Finance helped craft the internationally recognised standard on Brand Valuation – ISO 10668, and the recently approved standard on Brand Evaluation – ISO 20671.


What is a Brand Value Report?

Brand Valuation Summary

+ Internal understanding of brand+ Brand value tracking+ Competitor benchmarking+ Historical brand value

Brand Strength Index

+ Brand strength tracking+ Brand strength analysis+ Management KPIs+ Competitor benchmarking

Royalty Rates

+ Transfer pricing+ Licensing/franchising negotiation+ International licensing+ Competitor benchmarking

Cost of Capital

+ Independent view of cost of capital for internal valuations and project appraisal exercises

Customer Research

+ Utilities + Insurance+ Banks+ Telecoms+ Airlines

+ Tech+ Auto+ Hotels+ Beers+ Oil & Gas

For more information regarding our Brand Value Reports, please contact:

[email protected]

Request Your Brand Value Report. Brand Valuation Methodology.

Brand Finance calculates the values of the brands in its league tables using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668.

This involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’understoodasaneteconomicbenefitthatalicensor would achieve by licensing the brand in the open market.

The steps in this process are as follows:

1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.

2 Determineroyaltyrangeforeachindustry,reflectingthe importance of brand to purchasing decisions. In luxury, the maximum percentage is high, in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreementssourcedfromBrandFinance’sextensivedatabase.

3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.

4 Determinebrand-specificrevenuesbyestimatingaproportion of parent company revenues attributable to a brand.

5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.

6 Apply the royalty rate to the forecast revenues to derive brand revenues.

7 Brand revenues are discounted post-tax to a net present value which equals the brand value.

Brand Strength Index (BSI)Brand strengthexpressed as a BSIscore out of 100.

Brand Royalty RateBSI score applied to anappropriate sectorroyalty range.

Brand RevenuesRoyalty rate applied toforecast revenues toderive brand value.

Brand ValuePost-tax brandrevenues discounted to a net present value (NPV)which equals the brand value.

DisclaimerBrand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions produced in this study are based only on publicly available information andcertainassumptionsthatBrandFinanceusedwheresuchdatawasdeficientorunclear.BrandFinanceacceptsnoresponsibilityandwillnotbeliableintheeventthatthepubliclyavailableinformationrelieduponissubsequentlyfoundtobeinaccurate.Theopinionsandfinancialanalysisexpressedinthereportarenottobeconstruedasprovidinginvestmentorbusinessadvice.Brand Finance does not intend the report to be relied upon for any reason and excludes all liability to any body, government or organisation.

What are the benefits of a Brand Value Report?

Insight

Strategy

Benchmarking

Education

Communication

Understanding

A Brand Value Report provides a complete breakdown of the assumptions, data sources, and calculations used to arrive at your brand’s value.

Each report includes expert recommendations for growing brand value to drive business performance and offers a cost-effective way to gaining a better understanding of your position against competitors.

David Haigh CEO, Brand Finance


Foreword.What is the purpose of a strong brand: to attract customers, to build loyalty, to motivatestaff?Alltrue,butforacommercialbrandatleast,thefirstanswermustalwaysbe‘tomakemoney’.

Huge investments are made in the design, launch, and ongoing promotion of brands.Giventheirpotentialfinancialvalue,thismakessense.Unfortunately,mostorganisations fail to go beyond that, missing huge opportunities to effectively make use of what are often their most important assets. Monitoring of brand performance should be the next step, but is often sporadic. Where it does take place, it frequentlylacksfinancialrigourandisheavilyreliantonqualitativemeasures,poorlyunderstood by non-marketers.

As a result, marketing teams struggle to communicate the value of their work and boardsthenunderestimatethesignificanceoftheirbrandstothebusiness.Scepticalfinanceteams,unconvincedbywhattheyperceiveasmarketingmumbojumbo,may fail to agree necessary investments. What marketing spend there is, can end up poorlydirectedasmarketersarelefttooperatewithinsufficientfinancialguidanceor accountability. The end result can be a slow but steady downward spiral of poor communication, wasted resources, and a negative impact on the bottom line.

BrandFinancebridgesthegapbetweenmarketingandfinance.Ourteamshaveexperience across a wide range of disciplines from market research and visual identity to tax and accounting. We understand the importance of design, advertising, and marketing, but we also believe that the ultimate and overriding purpose of brands is to make money. That is why we connect brands to the bottom line.

By valuing brands, we provide a mutually intelligible language for marketing and financeteams.Marketersthenhavetheabilitytocommunicatethesignificanceofwhat they do, and boards can use the information to chart a course that maximises profits.Withoutknowingtheprecise,financialvalueofanasset,howcanyouknow if you are maximising your returns? If you are intending to license a brand, how can you know you are getting a fair price? If you are intending to sell, how do you know what the right time is? How do you decide which brands to discontinue, whether to rebrand and how to arrange your brand architecture? Brand Finance has conducted thousands of brand and branded business valuations to help answer these questions.

BrandFinance’sresearchrevealedthecompellinglinkbetweenstrongbrandsandstock market performance. It was found that investing in highly-branded companies would lead to a return almost double that of the average for the S&P 500 as a whole.

Acknowledgingandmanagingacompany’sintangibleassetstapsintothehiddenvaluethatlieswithinit.Thefollowingreportisafirststeptounderstandingmoreaboutbrands,howtovaluethemandhowtousethatinformationtobenefitthebusiness.

The team and I look forward to continuing the conversation with you.

WeChat Accelerates to Victory as World’s Fastest Growing Brand.

+ WeChat tops ranking with brand value growth of 1540% (CAGR 75%) inBrandFinance’sinauguralreportonworld’s100fastestgrowingbrands over last 5 years

+ China and US monopolise ranking with 39 brands from each country

+ Porsche races ahead as fastest growing from outside China or US, 5-year brand value growth 734% (CAGR 53%)

+ Amazon records greatest brand value growth in absolute terms over fiveyearsatUS$142.8billion

+ Banking sector dominates ranking with 15 brands featuring

Scalable Technology Network Effect

Differentiated Products Political Factors

Market Growth Political Factors

Market Growth Political Factors

Scalable Technology Differentiated Products

Scalable Technology Network Effect

Established Reputation Differentiated Products

Market Growth

Scalable Technology R&D

Competitive Pricing

Market Growth

Market Growth


Executive Summary.

WeChathasclaimedthetitleoftheworld’sfastestgrowing brand, recording a colossal 1540% 5-year brand value growth (75% CAGR). The inaugural report rankstheworld’s100fastestgrowingbrandsthathavefeatured consistently in the Brand Finance Global 500 ranking between 2014 and 2019.

WeChathassignificantlybroadeneditspropositionsince its inception, successfully leveraging its brand to develop an extraordinary level of vertical product integration, providing a range of complementary services that would require dozens of specialised apps to deliver in Western countries.

With over one billion monthly users, the app has positioned itself as a brand essential for everyday communication and life in China. The instant messaging software brand that developed WeChat, Tencent (QQ), is the 12th fastest growing brand seeing 550% 5-year brand value growth (CAGR 45%).

China and US

Chinese and US brands monopolise the ranking with39brandsfromeachnationamongtheworld’stop 100 fastest growing. The Chinese brands

Top 10 Fastest Growing Brands 2014-19

12019:2014:

$50,707m$3,092m

Causes of Growth

22019:2014:

$16,573m$1,705m

32019:2014:

$20,444m$2,134m

42019:2014:

$12,160m$1,276m

52019:2014:

$83,202m$9,819m

62019:2014:

$29,340m$3,519m

72019:2014:

$30,470m$4,165m

82019:2014:

$62,278m$8,721m

92019:2014:

$16,038m$2,252m

102019:2014:

$9,060m$1,296m

+1540%

+872%

+858%

+853%

+747%

+734%

+632%

+614%

+612%

+599%

CAGR +75.0%

CAGR +57.6%

CAGR +57.1%

CAGR +57.0%

CAGR +53.3%

CAGR +52.8%

CAGR +48.9%

CAGR +48.2%

CAGR +48.1%

CAGR +47.5%

Executive Summary.

dominate, however, claiming two out of every three spots in the top 30, and with their combined worth accounting for 48% of the total brand value in the ranking and equating to astaggeringUS$856.8billion.

Chinesebrands’risebothathomeand on the global stage has been meteoric, a credit to the country becomingoneoftheworld’sbestplaces to do business. Slightly behind China, US brands account for 40% of the total brand value in theranking,atUS$727.3billion.

Porsche is the fastest growing brand from outside China or the US and the only European brand in the top 10. The German luxury car manufacturer has recorded an impressive 734% 5-year brand value increase (53% CAGR). Porsche is synonymous with world-class, superior quality sports car manufacturing.

Although steeped in that tradition, Porsche has not shied away from product innovation. The brand was quicker than its competitors to develop SUV models and seize growth opportunities in China and in the female driver market in Europe and America.

Porsche has also recently announced the launch of its first electric car, the Taycan, demonstrating both its commitment to product innovation and a continued understanding of evolving customer preferences.

Thecombinationofthebrand’sreputation for luxury and forward-thinking product strategy has allowed Porsche to record solid sales growth year on year, consistently outpacing other marques.

WeChat has successfully entrenched itself in Chinese society, a feat unmatched by any other brand. However, despite attempts to launch in the Western world, the brand has failed to gain a strong foothold in the market, against stiff competition from incumbents, such as Facebook and WhatsApp. Now the Chinese economy is starting to stall, it raises the question whether Chinese brands can match domestic growth internationally.Alex HaighValuation Director, Brand Finance

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Executive Summary.Executive Summary.

Total Brand Value in 2019 by Sector

SectorBrand Value (USD m)

% of total

Number of brands

● Banking 354,371 19.7% 15

● Media 242,564 13.5% 7

● Retail 226,564 12.6% 6

● Tech 153,553 8.5% 10

● Insurance 98,557 5.5% 5

● Engineering & C. 94,305 5.2% 7

● Auto 81,793 4.5% 6

● Spirits 65,274 3.6% 5

● Other 483,801 26.9% 39

Total 1,800,781 100% 100

Banks dominate ranking

The sector with the largest presence in the ranking, banking features a total of 15 brands among the world’stop100fastestgrowing,with10hailingfromChina. Shanghai Pudong Development Bank has recorded the highest 5-year brand value growth in the industry at 397% (CAGR 38%).

Chinesebanks’immensegrowthisaresultoftheiraccessto the largest and wealthiest consumer and retail banking market in the world, boosted by the increasing prosperity of the Chinese middle class.In addition, Chinese banks are in a unique position compared to most of their international counterparts, being state-owned, they can count on state helpshouldtheyrunintoanydifficulty.Manyofthesebanks’largestclientsarealsostate-ownedenterprises,withtheir liquidity guaranteed by the government, resulting in a nearlyrisk-freefinancialecosystem.

BanksarenottheonlyChinesebrandsthathavebenefittedfrom state backing, with the real estate sector another avenue that the government has regularly turned to in order to stimulate growth. Real estate brands Country Garden (5-year brand value growth 872%; CAGR 58%) and Evergrande (5-yearbrandvaluegrowth858%;CAGR57%)aretheworld’ssecond and third fastest growing brands respectively.

OutsideofChina,India’sHDFC Bank is the fastest growing banking brand, seeing a 296% 5-year brand value growth rate (CAGR 32%). Over the last few years, the bank hasfocusedonitsdigitaloffering,resultinginaninfluxofcustomers from the burgeoning younger generation.

Chinese banks have thrived in the face of turbulent times, shielded by implicit government assurances and benefitting from servicing large state-owned enterprises. A looming question, however, is how long they may continue to enjoy these comfortable conditions. With the US-China trade war reaching peak tensions, Chinese banks may have to look for completely new expansion strategies to continue on their steep trajectory of growth.Alex HaighValuation Director, Brand Finance

Total Brand Value in 2019 by Country

CountryBrand Value (USD m)

% of total

Number of brands

● China 856,755 47.6% 39

● United States 727,326 40.4% 39

● Germany 71,920 4.0% 3

● Canada 22,756 1.3% 4

● Spain 18,424 1.0% 1

● France 17,969 1.0% 2

● Sweden 13,772 0.8% 1

● Japan 11,991 0.7% 1

● Other 59,869 3.3% 10

Total 1,800,781 100% 100


Amazon records greatest growth

Amazon has recorded the greatest brand value growthinabsolutetermsamongtheworld’stop100fastestgrowingbrands–US$142.8billion.Sincethebrand’shumblebeginningsasanonlinebookstore,Amazonhasbecometheworld’slargestinternetbusiness by both market capitalisation and revenue. Having turned the world of retail upside down, the brand has now also ventured into electronics, cloud infrastructure,andlogistics,amongothers.Amazon’sunrivalled technology has allowed the brand to outpace competitors both in distribution speed and distribution costs.Lastyear,AmazoncrossedtheUS$1trillionthresholdonWallStreetforthefirsttimeinitshistory.

Fellow e-commerce brand, Alibaba (5-year brand value growth 143%; CAGR 19%), also features in the top 100 ranking. The platform accounts for over half of all online retail sales in China and boasts a staggering 750 million active users. Alibaba has shown its commitment todiversificationthroughforgingseveralstrategicpartnerships with NBA China, Starbucks, and Intel.

Brand Finance has updated sector allocations for brands in its rankings to provide a more accurate representation of the world in which brands are now operating. With technology disrupting all industries, describing innovators as ‘tech’ brands, supposedly operating in a competitive space of their own, is no longer correct or useful. By grouping brands by what they do, rather than how they do it, we can see a clearer picture of the impact of innovation on sectors such as media or retail.

Alex HaighValuation Director, Brand Finance

Media sector revolution

Media is the second-most valuable sector in the ranking, withacombinedbrandvalueofUS$242.6billion.AsidefromWeChatandTencent,fivefurthermediabrandsfeature: NetEase (5-year brand value growth 853%; CAGR 57%); Facebook (747%; CAGR 53%); Netflix (566%; CAGR 46%); Baidu (282%; CAGR 31%); and ABC (148%; CAGR 20%).

Traditional media brands are now faced with the reality of global shifts within the sector and are increasingly under pressure to respond. Disney, for example, which has topped the Brand Finance Media 25 ranking since 2015, andiscurrentlytheworld’s25th most valuable brand overall, despite intensive efforts to expand its offering, has notbeenabletomatchthegrowthpaceofthesector’schallengers, failing to enter the fastest growing brands ranking. It is the social networks, online gaming, and digital streaming that have become the new normal of media consumption, catapulting brands providing these services to leadership positions in the sector.

Absolute Brand Value Change 2014–2019 (USD m)

142,758

73,382

57,019

53,557

50,788

48,370

47,616

42,057

37,258

34,265

Amazon

Facebook

ICBC

Huawei

China Construction Bank

Ping An

WeChat

Tencent (QQ)

Agricultural Bank of China

Bank of China


Traditional logistics brands have certainly been slow to embrace digital innovation, despite the sector’s potential to thrive considerably under such transformation. We are starting to see key global players finally springing into action as they are faced with competition from brands such as Amazon, successfully leveraging 21st century solutions to expand into new industries.Alex HaighValuation Director, Brand Finance

The four further retail brands in the ranking – Circle K (ranked 46th), Ross Dress for Less (50th), T.J. Maxx (65th), and Marshalls (71st) – are traditional bricks and mortar chains, with very different business models and approaches to Amazon and Alibaba. These brands, which have not embraced tech at the same rate, have boosted growth through alternative methods, by successfullycompetingonscaleandprice.Canada’sCircle K (5-year brand value growth 241%; CAGR 28%), for example, has committed to its expansion programme, rolling out a new, consistent brand identity across all stores and stations around the world.

With four out of the six retail brands in the ranking operating in the bricks and mortar space, it is clear that there is still hope outside of e-commerce. Traditional retailers are able to compete successfully by applying smart strategies and tapping into the customer base which prefers in-store purchases. As retail convergence – where digitally native brands open bricks and mortar stores – picks up pace, the distinction in the market will start to obscure.Alex HaighValuation Director, Brand Finance

Five of these seven are Chinese brands – China Railway Construction Corporation (479%; CAGR 42%), China Railway Engineering Corporation (388%; CAGR 37%), CRRC (209%; CAGR 25%), China State Construction Engineering Corporation (181%; CAGR 23%) and China Communications Construction Company (175%; CAGR 22%) – all of which are bolstered bytheChinesegovernment’strillion-dollarBeltand Road Initiative and thus have less pressure to digitally transform to outpace the competition.

The story is similar in the logistics sector, 12 logistics brands feature in the Brand Finance Global 500 2019, however none of these count among the world’sfastestgrowingbrands.Althoughlogisticsbrands are now starting to embrace digitalisation, they have been slow on the uptake. Arguably, the highestrankedlogisticsbrandinBrandFinance’smostrecentGlobal500,UPS(brandvalueUS$29.3billion), has started to lead the revolution in the sector, through innovation in its supply chain managementandartificialintelligenceutilisation.

Traditional sectors lagging

At the same time, failure to embrace innovation has hindered the growth rate of brands in some other sectors, particularly engineering & construction and logistics.

25 engineering & construction brands feature in the Brand Finance Global 500 2019 ranking, however only seven of these rank as fastest growing brands.


Brand Finance Fastest Growing 100 (USD m).Top 100 fastest growing brands 2014-2019 1-50

Brand Finance Fastest Growing 100 (USD m).

Top 100 fastest growing brands 2014-2019 51-100

2019 Rank Brand Country Sector

5 Year Brand Value Increase

5 Year CAGR

2019 Brand Value

2014 Brand Value

1 WeChat China Media 1540% +75.0% $50,707 $3,092

2 Country Garden China Real Estate 872% +57.6% $16,573 $1,705

3 Evergrande China Real Estate 858% +57.1% $20,444 $2,134

4 NetEase China Media 853% +57.0% $12,160 $1,276

5 Facebook United States Media 747% +53.3% $83,202 $9,819

6 Porsche Germany Auto 734% +52.8% $29,340 $3,519

7 Moutai China Spirits 632% +48.9% $30,470 $4,165

8 Huawei China Tech 614% +48.2% $62,278 $8,721

9 Wuliangye China Spirits 612% +48.1% $16,038 $2,252

10 Yanghe China Spirits 599% +47.5% $9,060 $1,296

11 Netflix United States Media 566% +46.1% $21,162 $3,179

12 Tencent (QQ) China Media 550% +45.4% $49,701 $7,644

13 Midea China Tech 544% +45.1% $12,656 $1,965

14 Hikvision China Tech 539% +44.9% $8,600 $1,347

15 Tesla United States Auto 532% +44.6% $7,531 $1,191

16 Ping An China Insurance 523% +44.2% $57,626 $9,256

17 Spectrum United States Telecoms 498% +43.0% $15,413 $2,578

18 CRCC China Engineering & Construction 479% +42.1% $15,164 $2,621

19 Nvidia United States Tech 411% +38.6% $6,746 $1,319

20 Geely Auto China Auto 401% +38.0% $6,020 $1,201

21 Clinique United States Cosmetics & Personal Care 400% +38.0% $5,388 $1,077

22 Shanghai Pudong Development Bank China Banking 397% +37.8% $13,252 $2,664

23 CRECG China Engineering & Construction 388% +37.3% $11,653 $2,386

24 Yili China Food 386% +37.2% $7,659 $1,577

25 Nokia Finland Tech 378% +36.7% $9,705 $2,032

26 Bank of Beijing China Banking 369% +36.2% $4,174 $890

27 Humana United States Healthcare 326% +33.6% $10,288 $2,413

28 China CITIC Bank China Banking 322% +33.4% $12,856 $3,044

29 China Merchants Bank China Banking 317% +33.1% $22,480 $5,390

30 AIA China (Hong Kong) Insurance 317% +33.0% $15,503 $3,719

31 Amazon United States Retail 316% +33.0% $187,905 $45,147

32 China Resources Land China (Hong Kong) Real Estate 304% +32.2% $6,487 $1,605

33 Vanke China Real Estate 304% +32.2% $10,967 $2,715

34 HDFC Bank India Banking 296% +31.7% $4,844 $1,223

35 Starbucks United States Restaurants 294% +31.5% $39,268 $9,976

36 Johnson's United States Cosmetics & Personal Care 292% +31.4% $14,122 $3,603

37 Volvo Sweden Auto 291% +31.3% $13,772 $3,525

38 Baidu China Media 282% +30.8% $19,476 $5,092

39 KFC United States Restaurants 274% +30.2% $13,472 $3,600

40 Abbott United States Pharma 269% +29.9% $4,455 $1,206

41 China Construction Bank China Banking 268% +29.8% $69,742 $18,954

42 American Airlines United States Airlines 265% +29.6% $9,553 $2,617

43 Industrial Bank China Banking 257% +29.0% $11,689 $3,276

44 China Everbright Bank China Banking 254% +28.8% $7,655 $2,163

45 ICBC China Banking 250% +28.5% $79,823 $22,803

46 Circle K Canada Retail 241% +27.8% $5,871 $1,720

47 Intesa Sanpaolo Italy Banking 237% +27.5% $5,466 $1,623

48 Luzhou Laojiao China Spirits 236% +27.4% $5,371 $1,598

49 Viettel Vietnam Telecoms 61% +26.8% $4,316 $2,686

50 Ross Dress For Less United States Retail 223% +26.4% $6,836 $2,119

2019 Rank Brand Country Sector

5 Year Brand Value Increase

5 Year CAGR

2019 Brand Value

2014 Brand Value

51 Poly Development China Real Estate 219% +26.2% $8,216 $2,572

52 Salesforce United States Tech 218% +26.0% $8,140 $2,562

53 Agricultural Bank Of China China Banking 210% +25.4% $55,040 $17,783

54 UnitedHealthcare United States Healthcare 209% +25.3% $30,577 $9,881

55 CRRC China Engineering & Construction 209% +25.3% $7,950 $2,574

56 Cognizant United States IT Services 208% +25.2% $8,704 $2,830

57 Visa United States Commercial Services 206% +25.0% $27,680 $9,058

58 Bank of China China Banking 205% +25.0% $50,990 $16,725

59 Cigna United States Healthcare 203% +24.8% $8,165 $2,698

60 Neutrogena United States Cosmetics & Personal Care 202% +24.7% $6,986 $2,313

61 Buick United States Auto 202% +24.7% $5,492 $1,821

62 Northrop Grumman United States Aerospace & Defence 200% +24.6% $7,644 $2,547

63 Chubb Switzerland Insurance 199% +24.5% $5,922 $1,978

64 Gree Electric Appliances China Tech 196% +24.2% $7,844 $2,650

65 T.J. Maxx United States Retail 193% +24.0% $7,170 $2,446

66 Lego Denmark Toys 193% +24.0% $6,757 $2,308

67 Boeing United States Aerospace & Defence 193% +24.0% $32,022 $10,943

68 Valero United States Oil & Gas 190% +23.8% $8,763 $3,018

69 Mastercard United States Commercial Services 189% +23.7% $18,293 $6,328

70 Southwest Airlines United States Airlines 189% +23.6% $6,596 $2,282

71 Marshalls United States Retail 186% +23.4% $4,176 $1,459

72 Lockheed Martin United States Aerospace & Defence 185% +23.3% $11,017 $3,864

73 LinkedIn United States Tech 185% +23.3% $6,118 $2,150

74 Infosys India IT Services 184% +23.2% $6,501 $2,291

75 CSCEC China Engineering & Construction 181% +23.0% $25,673 $9,127

76 Brookfield Asset Management Canada Asset & Wealth Management 180% +22.8% $6,806 $2,434

77 Tim Hortons Canada Restaurants 179% +22.8% $5,514 $1,977

78 QNB Qatar Banking 178% +22.7% $5,042 $1,811

79 Audi Germany Auto 177% +22.6% $19,638 $7,082

80 Dell United States Tech 176% +22.5% $22,860 $8,295

81 CCCC China Engineering & Construction 175% +22.4% $4,435 $1,612

82 Phillips 66 United States Oil & Gas 161% +21.2% $5,146 $1,970

83 Mengniu China Food 161% +21.2% $4,994 $1,912

84 UOB Singapore Banking 159% +21.0% $5,662 $2,185

85 Bouygues Group France Engineering & Construction 159% +21.0% $6,489 $2,506

86 CPIC China Insurance 158% +20.9% $10,721 $4,156

87 Chanel France Cosmetics & Personal Care 155% +20.6% $11,480 $4,509

88 Zara Spain Apparel 152% +20.3% $18,424 $7,317

89 Bosch Germany Engineering & Construction 151% +20.2% $22,941 $9,145

90 Dow United States Chemicals 150% +20.1% $6,819 $2,729

91 Marlboro United States Tobacco 149% +20.0% $33,569 $13,476

92 General Dynamics United States Aerospace & Defence 148% +20.0% $8,165 $3,286

93 ABC United States Media 148% +19.9% $6,156 $2,487

94 Uniqlo Japan Apparel 147% +19.9% $11,991 $4,848

95 CNRL Canada Oil & Gas 144% +19.6% $4,565 $1,867

96 Adobe United States Tech 144% +19.6% $8,606 $3,524

97 Alibaba China Retail 143% +19.5% $14,607 $6,000

98 Jack Daniel's United States Spirits 142% +19.4% $4,335 $1,788

99 OCBC Bank Singapore Banking 142% +19.4% $5,653 $2,333

100 GEICO United States Insurance 142% +19.3% $8,784 $3,633


Enterprise Value

Branded Business Value

Brand Contribution

Definitions.

Brand Value

+ Enterprise Value The value of the entire enterprise, made up of multiple branded businesses.

Where a company has a purely mono- brandedarchitecture,the‘enterprisevalue’isthesameas‘brandedbusinessvalue’.

+ Branded Business Value The value of a single branded business operating under the subject brand.

A brand should be viewed in the context of the business in which it operates. Brand Finance always conducts a branded business valuation as part of any brand valuation. We evaluate the full brand value chain in order to understand the links between marketing investment, brand-tracking data, and stakeholder behaviour.

+ Brand Contribution The overall uplift in shareholder value that the business derives from owning the brand rather than operating a generic brand.

The brand values contained in our league tables are those of the potentially transferable brand assets only, making ‘brandcontribution’awiderconcept. Anassessmentofoverall‘brandcontribution’to a business provides additional insights to help optimise performance.

+ Brand Value The value of the trade mark and associated marketing IP within the branded business.

Brand Finance helped to craft the internationally recognised standard on BrandValuation–ISO10668.Itdefinesbrand as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services or entities, creating distinctive images and associations in the minds of stakeholders, therebygeneratingeconomicbenefits.

[Tencent Holdings Ltd]

[WeChat]

[WeChat]

[WeChat]

Brand Value B

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In

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Marketing Investment• A brand that has high Marketing Investment but low Stakeholder Equity may be

on a path to growth. This high investment is likely to lead to future performance in Stakeholder Equity which would in turn lead to better Business Performance in the future.

• However, high Marketing Investment over an extended period with little improvement inStakeholderEquitywouldimplythatthebrandisunabletoshapecustomers’preference.

Stakeholder Equity• The same is true for Stakeholder Equity. If a company has high Stakeholder Equity,

it is likely that Business Performance will improve in the future.• However,ifthebrand’spoorBusinessPerformancepersists,itwouldsuggestthat thebrandisinefficientcomparedtoitscompetitorsintransferringstakeholdersentiment to a volume or price premium.

Business Performance• Finally, if a brand has a strong Business Performance but scores poorly on Stakeholder Equity,itwouldimplythat,inthefuture,thebrand’sabilitytodrivevaluewilldiminish.

• However, if it is able to sustain these higher outputs, it shows that the brand isparticularlyefficientatcreatingvaluefromsentimentcomparedtoitscompetitors.

Brand Strength

Brand Strength is the efficacy of a brand’s performance on intangible measures, relative to its competitors.

In order to determine the strength of a brand, we look at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance.

Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding rating up to AAA+ in a format similar to a credit rating.

Analysing the three brand strength measures helps informmanagersofabrand’spotentialforfuturesuccess.

Investment

Equity

Performance

Definitions.

Marketing Investment

Stakeholder Equity

Business Performance

Widely recognised factors deployed by marketers to create brand loyalty and market share.

Perceptions of the brand among different stakeholder groups, with customers being the most important.

Quantitativemarketandfinancialmeasuresrepresentingthesuccess of the brand in achieving price and volume premium.


1. Valuation: What are my intangible assets worth?Valuations may be conducted for technical purposes and to set a baseline against which potential strategic brand scenarios can be evaluated.

+ Branded Business Valuation+ Trademark Valuation+ Intangible Asset Valuation+ Brand Contribution

2. Analytics: How can I improve marketing effectiveness?

Analytical services help to uncover drivers of demand and insights. Identifying the

factors which drive consumer behaviour allows an understanding of how brands

create bottom-line impact.

Market Research Analytics +Return on Marketing Investment +

Brand Audits +Brand Scorecard Tracking +

4. Transactions: Is it a good deal? Can I leverage my intangible assets?Transaction services help buyers, sellers, and owners of branded businesses get a better deal by leveraging the value of their intangibles.

+ M&A Due Diligence + Franchising & Licensing+ Tax & Transfer Pricing+ Expert Witness

3. Strategy: How can I increase the value of

my branded business?Strategic marketing services enable

brands to be leveraged to grow businesses. Scenario modelling will

identify the best opportunities, ensuring resources are allocated to those activities which

have the most impact on brand and business value.

Brand Governance + Brand Architecture & Portfolio Management +

Brand Transition + Brand Positioning & Extension +

MARKETING FINANCE TAX LEGAL

We help marketers to connect their brands to business performance by evaluating the return on investment (ROI) of brand-based decisions and strategies.

Weprovidefinanciersandauditors with an independent assessment on all forms of brand and intangible asset valuations.

We help brand owners andfiscalauthoritiestounderstand the implications of different tax, transfer pricing, and brand ownership arrangements.

We help clients to enforce and exploit their intellectual property rights by providing independent expert advice in- and outside of the courtroom.

2. ANALYTICS

3. STRATEGY 4. TRANSACTI

ON

S1.

VAL

UATION

Brand & Business

Value

Consulting Services. Brand Evaluation Services.

How are brands perceived in my category?

Brand Finance tracks brand fame and perceptions across over 30 markets in 10 consumer categories. Clear, insightful signals of brand performance, with data mining options for those who want to dig deeper – all at an accessible price.

What if I need more depth or coverage of a more specialised sector?

Our bespoke brand scorecards help with market planning and can be designed to track multiple brands over time, against competitors, between market segments and against budgets. Our 30-country database of brand KPIs enables us to benchmark performance appropriately.

Do I have the right brand architecture or strategy in place?

Research is conducted in addition to strategic analysis to provide a robust understanding of the current positioning. The effectiveness of alternative architectures is tested through drivers analysis, to determine which option(s) will stimulate the most favourable customer behaviour andfinancialresults.

How can I improve return on marketing investment?

Using sophisticated analytics, we have a proven track record of developing comprehensive brand scorecard and brand investment frameworks to improve return on marketing investment.

What about the social dimension? Does my brand get talked about?

Social interactions have a proven commercial impact on brands. We measure actual brand conversation and advocacy, both real-world word of mouth and online buzz and sentiment, by combining traditional survey measures with best-in-class social listening.


How we can help communicate your brand’s performance in brand value rankings

Communications Services.

Bespoke Events – organise an award ceremony or celebratory event, coordinate event opportunities and spearhead communications to make the most of them.

Digital Infographics–designinfographicsvisualisingyourbrand’sperformance for use across social media platforms.

Trophies & Certificates–provideatrophyand/orhand-writtencertificatepersonallysignedbyBrandFinanceCEOtorecogniseyourbrand’sperformance.

Media Support – provide editorial support in reviewing or copywriting your press release, pitching your content to top journalists, and monitoring media coverage.

Sponsored Content – publish contributed articles, advertorials, and interviews with your brand leader in the relevant Brand Finance report offered to the press.

Video Endorsement – record video with Brand Finance CEO or Director speaking about the performance of your brand, for use in both internal and external communications.

Brand Accolade – create a digital endorsement stamp for use in marketing materials, communications, annual reports, social media and website. Advertising use subject to terms and conditions.

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BranD

Value-Based Communications

With strategic planning and creative thinking, we develop communications plans to create dialogue with stakeholders that drives brand value. Our approach is integrated, employing tailored solutions for our clients across PR, marketing and social media.

SERVICES• Research and Insights• Integrated Communications Planning• Project Management and Campaign Execution• Content and Channel Strategy• Communications Workshops

For more information, contact [email protected] or visit www.brand-dialogue.co.uk

Brand Dialogue is a member of the Brand Finance plc group of companies

B E C O M E A M E M B E R T O D A Y

A C O N T E M P O R A R Y A N D E X C L U S I V E

I N T H E H E A R T O F T H E C I T Y O F L O N D O N

C H A R A C T E R F U L S P A C Ewith

P R I V A T E E V E N T S

3 Birchin Lane, London, EC3V 9B +44 (0)207 389 9410 [email protected]

Brand Exchange is a member of the Brand Finance plc group of companies

M E M B E R S ' E V E N T S

F O C U S O N M A R K E T I N G

B R A N D I N G

D I S C O U N T E D

M E M B E R S

R O O M H I R E

M E M B E R S ' C L U B

M E E T I N G S & &

forfor

T: +44 (0)20 7389 9400 E: [email protected] www.brandfinance.com

Brand Finance Network.For further information on our services and valuation experience, please contact your local representative:

Market Contact Email Telephone

AsiaPacific Samir Dixit [email protected] +65 906 98 651

Australia Mark Crowe [email protected] +61 282 498 320

Canada Charles Scarlett-Smith [email protected] +1 514 991 5101

Caribbean Nigel Cooper [email protected] +1 876 825 6598

China Scott Chen [email protected] +86 186 0118 8821

East Africa Jawad Jaffer [email protected] +254 204 440 053

France Bertrand Chovet [email protected] +33 6 86 63 46 44

Germany Holger Muehlbauer [email protected] +49 151 54 749 834

India Ajimon Francis [email protected] +44 207 389 9400

Indonesia Jimmy Halim [email protected] +62 215 3678 064

Ireland Simon Haigh [email protected] +353 087 669 5881

Italy Massimo Pizzo [email protected] +39 02 303 125 105

Japan Jun Tanaka [email protected] +81 90 7116 1881

Mexico & LatAm Laurence Newell [email protected] +1 214 803 3424

Middle East Andrew Campbell [email protected] +971 508 113 341

Nigeria Tunde Odumeru [email protected] +234 012 911 988

Romania Mihai Bogdan [email protected] +40 728 702 705

South Africa Jeremy Sampson [email protected] +27 82 885 7300

Spain Teresa de Lemus [email protected] +34 654 481 043

Sri Lanka Ruchi Gunewardene [email protected] +94 11 770 9991

Turkey Muhterem Ilgüner [email protected] +90 216 352 67 29

UK Richard Haigh [email protected] +44 207 389 9400

USA Laurence Newell [email protected] +1 514 991 5101

Vietnam Lai Tien Manh [email protected] +84 90 259 82 28

astest f growing - brandirectory...wechat has claimed the title of the world’s fastest growing...

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